3.1 EDSR 07-20-2015 ilk Request for Action
River
To Item Number
Economic Development Authority 3.1
Agenda Section Meeting Date Prepared by
Budget workshop July 20,2015 Colleen Eddy, Economic Development Specialist
Item Description Reviewed by
Marketing/Advertising Budget Breakdown Amanda Othoudt,EDD
Reviewed by
Cal Portner, City Administrator
Action Requested
Item presented for information.
Background/Discussion
The proposed 2016 Marketing/Advertising budget is $72,850 which reflects a$5,350 reduction from the
2015 budget. There have been several items that have increased due to new initiatives. Some of the
marketing items have stayed the same or were reduced due to accomplishing some performance measures
and goals in 2014/2015. The advertising budget was increased to $6,300 due to new initiatives and a more
focused approach in trade industry advertising. We have added marketing options to recruit brew pubs,
tap houses and distilleries based on discussions from the commission.
The City of Elk River will participate as a host at the upcoming Familiarization (FAM) Tour facilitated by
the Positively Minnesota Marketing Partnership (PMMP).The Special Events budget increased slightly to
accommodate this new event along with existing activities such as a new broker event,Energy City
Business of the Year event,Manufactures Week events—"Dream it Do it" tours, and Business
Roundtable events specific to the manufacturing industry. One of the performance measures this year is
to facilitate strategic recruiting for the designate four targeted industries it is important to continue
attending trade shows and lead generation events. Renewing the city's membership with the PMMP helps
the city influence Minnesota's economic development marketing strategy,increase the EDA's visibility
and incorporate the marketing partnership into our local and regional marketing plan.
An addition to the advertising and marketing budget is a line item for updating the EDA website. We
have transferred$5,700 from EDA-owned property line item and added a separate line item for updating
the EDA website. In the past, this budget item consisted of signage,which was already purchased and
installed in 2015. In 2016,we propose to advertise the EDA-owned property in specific publications such
as the Conway Data publication which is a data center site selector-specific magazine that features over
49,000 subscribers and over 30,000 online subscribers.
Financial Impact
Marketing/Advertising Proposed Budget$72,850.00.
Attachments
• 2016 Marketing/Advertising Budget Breakdown
i-erERE1 IT
Template Updated 4/14 NATURE
2016 Adverting/Marketing Budget
Total$72,850
Community Profiles $800
Content and printing of the annual Community Profiles.
Advertising $18,300
The Advertising Budget increased by$6,300 due to new initiatives and a more focused approach in trade
industry advertising.We have added marketing options for a Tap Room.
ECM Publishing $1,000 End of year report and Manufacturing Week event(s)
Conway Data/Site Selector $3,000 3 publications focusing on the city's targeted industries
Magazine (medical device,energy, and manufacturing)which will
reach over 100,000 print subscribers and over 30,000
online/web subscribers
France Publication(Heartland) $1,600 2 publications with emphasis on Minnesota and Multi-use
Development
EDAM Directory $650 MN directory advertisement with 700+subscribers
Midwest Manufactures' $600 Local directory advertisement distributed to 3 Midwest and
Association (MMA) Directory central Minnesota manufacturing associations(700+
(Tristate Mfg.) participants)
Minnesota Economic $5,950 This is a partnership with MN DEED office—new magazine
Development focused on the State of MN
Specific Tap Room marketing $2,000 Creation of a marketing brochure and advertisement in an
brochures etc. industry trade magazine
European CEO $3,000 Trade industry publication that is published in London and is
distributed to CEO's worldwide
Facebook and Linkedln $500 Social media advertising that are measured in the number of
clicks/hits received.
Direct Mailings $3,000
the direct mailings budget was reduced by$3,000 and will be for annual holiday cards, Manufacturers Week
event(s) and a new broker event.
Promo items $9,000
the promo item budget has stayed the same.The number of BR&E visits have increased along with site
selector visits.
Special Events $5,800
there is a slight reduction over the 2014 budget due to adding a new broker event.Special events proposed for
2016 include: Energy City Business of the Year, Manufacturers Week events—"Dream it Do it"tours, Business
Roundtable event(s)specific to manufacturing, along with other proposed events from various organizations.
This will also include local Familiarization Tours via the Positively Minnesota Marketing Partnership(PMMP).
Sponsorships $8,000
the budget has stayed the same from 2015.
MNCAR Expo $1,500
MREJ Data Center Summit $1,500
MREJ Energy Summit $1,500
Springsted Conference $500
EDAM Conferences $3,000
EDA owned property $1,500
The Conway Data expense is an advertisement in a Data Center Site Selector specific magazine which has over
49,000 subscribers and over 30,000 online subscribers.
Conway Data (Data Center specific)/Site Selector $1,500
Available property listings $2,500
Trade Shows and Lead Generation $15,000*includes travel and hotel expenses
As a member of the Positively Minnesota Marketing Partnership(PMMP) staff is able to attend trade shows on
behalf of the Minnesota delegation. Attendance at trade shows increases lead generation opportunities.And
membership to PMMP helps the city influence Minnesota's economic development marketing strategy,
increase the EDA's visibility and incorporate the marketing partnership into our local and regional marketing
plan.
• Data World 2015 Fall—Maryland
Travel and hotel—estimated cost between$600-$1,200
Conference attendance—estimated cost to attend with the MN Delegation$1,500
• Data World 2016—April 2016 Las Vegas, NV
Travel and hotel—estimated cost for air and hotel between$870-$1,400
Conference attendance—estimated cost to attend with the MN Delegation$1,500
• IMN New York 2016 Fall—New York
Travel—estimated cost for air and hotel between$800-$1,200
Conference attendance—estimated cost to attend with the MN Delegation $1,000
• Quarterly Partnership meetings—St Paul
• Other events/shows depending on recommendations from the Partnership.
DEED Shovel Ready Certifications $3,250
As we increase the available lots proposed for data centers there will be a need to get them Shovel Ready
Certified.
EDA Website $5,700
Update the EDA website to incorporate relevant information for site selectors and the city's targeted
industries.
New EDA website $5,700